Integrated Business Management
The Starbucks Coffee, Tea, and Spice Company was founded in Seattle in 1971 by Jerry Baldwin, Gordon Bowker and Zev Siegl, with a vision to educate the consumers about fine coffees. Starbucks began to expand when Howard Schultz took it over in 1987. His plan was to recreate the Italian espresso bar experience in America by making ……
Purpose of the Project
The purpose of this project is to assess on how Starbucks has obtained its market positioning in the industry over the years and established itself as not only a brand but also a lifestyle. The project explains the principles applied as well as the  approach followed by the company that has led it to become one of the world’s biggest companies providing specialty coffee having its operations widespread in 62 different countries with more than 23,000 branches around the world (Bayeh 89,………..
With growing number of stores, not only is Starbucks concentrating on expanding its footprint, but also changing its store mix. Instead of opening more dine-in restaurants, the coffee giant is concentrating on drive-thru in the outer edges of urban and suburban areas. This strategy is aimed at increasing the company’s store penetration.
This question is to assess long term objectives of Starbucks to aid its marketing strategies and achievement of company objectives……………..
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